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Keywords: Live streaming e-commerce
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (7): 1733–1749.
Published: 17 December 2024
...Rong Zhou Purpose This article investigates the impact mechanism of scarcity promotions in live streaming e-commerce on consumer purchase intention in the context of urban-rural and male-female divides in China, with emotional experience as the mediating variable. Design/methodology/approach...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (2): 273–293.
Published: 14 August 2024
.... Design/methodology/approach This study invited 757 experienced live streaming e-commerce users from Chinese platforms such as TikTok and RED, who participated in survey by filling questionnaires collected online. The research employed a mixed-method approach using SEM and fsQCA. SEM was utilized...
